Tag: mobile marketing statistics

Spending on ads targeting smartphone and tablet users almost doubled last year but still represents a sliver of the total.

Last year in Canada, mobile marketing spending on ads increased at an explosive rate, nearly doubling what it had been the year before, and yet it is still considered to be only a tiny fraction of the overall digital ad marketplace.

That said, if the growth continues at this rate, it won’t take long for this channel to carve a much larger slice.

This mobile marketing data is according to a report that was released by the Interactive Advertising Bureau of Canada. The report indicated that the smartphone ad revenue in 2012 came to $160 million. This was an increase of 97 percent over what it was in 2011. At the same time, revenues from online ads increased by 13 percent, bringing them to $2.9 billion. That still managed to beat the forecasts that had been established by IAB Canada.

This year, both online and mobile marketing ad revenues are expected to rise, but more moderately.

The digital ad revenues for 2013 are predicted to increase by 9 percent by the close of the year, reaching a total of $3.36 billion. This includes the 50 percent rise that is expected for ads over mobile marketing, which will come to an anticipated $240 million. These forecasts were created based on the advertising budgets that survey respondents provided to IAB Canada. These respondents included ad networks and exchanges, on top of online publishers. Those budgets reflected the first half of the year’s data.

The dollar figures have revealed that while mobile marketing does still have a great deal of potential as a channel over which to advertise, marketers are still only in the earliest stages of figuring out how they will be using the channel to reach their customers over these widespread and yet still quite new devices.

This also reflects a challenge that publishers face in being able to sell adequate advertising over smartphones and tablets in order to be able to recoup sizeable investments into the creation and establishment of their mobile marketing campaigns and smartphone based presence.

The channel has become an important area for advertising across many different sectors.

A recent report from Competitrack has revealed a considerable amount of new insight about mobile marketing and its popularity among not only the largest industry giants, but also the rest of the leading brands in the country.

The study looked into the advertising trends among the leaders of the environment of the American marketer.

They also determined that among the top 100 advertisers in the United States, 94 percent were enhancing their overall advertising by including mobile marketing of some form in the mix during the last year. The report from Competitrack also showed that among those who were using smartphone and tablet targeted channels, all had run an ad within the last nine months.

The report also indicated that mobile marketing is being used by the majority of the popular brands.

While it is important to note that the behemoth brands including Toyota, Google, and Amazon were using mobile marketing, it was also noted that 64 percent of the leading one thousand brands were also using advertising over this channel during that same period of time. This is a clear indicator that the method is not simply exclusive to the companies that are the largest in size.

The report also pointed out the importance that mobile marketing has brought to creativity in advertising. It indicated that 85 percent of creatives from their sample had been developed specifically for the smartphone and/or tablet channels and were not simply remanufactured ads that had originally been designed for other areas. Unique content is a high priority in mobile.

The report identified the leaders in mobile marketing based on the number of unique creative ads that they were running. They included: Google, Amazon, Toyota, Verizon, Microsoft, AT&T, Bank of America, Home Depot, Target, and Progressive Insurance. It stated that advertisers in a broad range of sectors were using these techniques. However, it also indicated that there were some that applied it at a greater rate than others. “Top categories of advertisers using mobile advertising include retail, entertainment & media, technology, travel & tourism, and automotive advertisers.”